Business Analysis: Chipotle Mexican Grill

1953 Words 8 Pages
In 1993 Chef Steve Ells founded Chipotle Mexican Grill, his goal was to serve delicious food with the finest ingredients at an affordable price. When Chipotle first opened up their doors their idea was that just because their food was served fast, did not mean that their customers were going to have a “fast food experience”, instead they brought different techniques and interior design to their restaurant where they could provide fine dining to fast food type restaurants. Steve Ells has been committed to serve fresh ingredients that come from local family farmers, by 2005 Chipotle had partnered with over 400 family farmers. Chipotle became a fast growing chain, one of the biggest factors was that it offers products with great quality at affordable …show more content…
Their slogan reads “food with integrity”, however the company has had a rough year, with many of their consumers getting food poisoning, and many contracting E.Coli after visiting the restaurant. E.coli which is a bacteria that lives in the intestines of both animals and humans had broken an outbreak in the states of Oregon and Washington. Because of this Chipotle decided to close all it’s restaurants on both states which made a total of 43 closed restaurants. And this is not the first time that Chipotle had deal with quality control involving food safety issues, the restaurant has also been linked to norovirus and salmonella in the past. The Salmonella incidents were caused by tomatoes linking 17 Minnesota restaurants that made 45 customers sick. After that the company had changed the way they manage their tomatoes, and now they wash, dice and test tomatoes in their central kitchen, after that the tomatoes are shipped in sealed bags to the restaurants. And finally the norovirus contamination which was the one that caused the most number of contaminations was said to be introduced to the restaurants by sick …show more content…
CMG also has shown their strong presence, having around 2,000 branch locations, they have also showed a positive brand image with their customer loyalty, and they showed this even when they were going through a rough time, by guaranteeing their customers that they were going to take drastic measures to ensure the safety of their consumers. CMG also decided to show their loyalty to their customers by giving out free burritos for a short period of time, which worked for them because many consumers once again placed their trust in the restaurant chain. And even though giving out free food will most likely cost the company in the short term, the long term effect of this act will help restore the trust in the brand nationwide. They have also shown their innovative ways to publicly advertise their brand, and again this was shown when they decided to have a live tweet of the new changes that were going to take place in their restaurant, by keeping customers up to date and receiving questions from their employees about their new safety guidelines. Other strengths of CMG include use of environment friendly material in their construction of the restaurants, all restaurants are owned by CMG and are not franchised and lastly

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